Conexxus recently released a report based on the 2020 results of its EMV Preparedness Survey. The survey represents 16,095 fuel retail and convenience store sites in the U.S.
Suffice to say the results essentially aligned with what the Cybera team has been seeing and hearing from our customers. The bottom line is that there’s still a lot of work to go in terms of completing their Outdoor EMV initiatives.
But before we dive into the findings, here are a few statistics from the 2019 NACS State of the Industry (SOI) report just to show you the overall scope of the industry:
- Over 150,000 retail fueling and convenience stores in the U.S.
- Over 160 million transactions conducted per day
- Annual sales totaling almost $648 billion
- Card payments involved in over 73% of sales transactions
Those figures clearly demonstrate why EMV payments have become so critical to security and risk management across the industry—and why Outdoor EMV initiatives are such a top priority.
Taking Stock in a Turbulent Time
It’s important to note that the survey spanned the period before and right after the start of the economic shutdown caused by COVID-19. It also occurred just before the major card brands agreed to delay the Outdoor EMV liability shift deadline from October 2020 to April 2021. (Conexxus plans to conduct a follow-up survey later in 2020.)
Still, there are two clear takeaways from the Conexxus report:
- Only 15% of surveyed sites have completed their full Outdoor EMV deployment
- Over 96% of the non-compliant sites expect to achieve full deployment by the first half of 2021
That represents a huge number of sites still needing to complete their deployments—and the vast majority still expect to do so in less than a year. At the risk of clouding up this sunny outlook, it’s critical to point out that there are only a finite number of resources and skilled technicians to complete all of this work.
In fact, many respondents still ranked the lack of hardware and software high on the list of key challenges holding back their Outdoor EMV deployments (see the chart below).
It won’t be shocking if we see increased competition for these limited resources creating a bottleneck as we get closer to the April 2021 deadline. So, if you’re in that group of 85% still trying to complete your Outdoor EMV initiatives, our best advice is to start ramping up your efforts as soon as possible.
And if you need help, just let us know!
Read the Report
View the full 2020 Conexxus EMV Preparedness Survey Report.
You can also view the 2019 Conexxus Survey Report and other EMV-related documents here.
About Bethany Allee
As Executive Vice President of Marketing at Cybera, Bethany Allee is an accomplished business leader of global and regional marketing organizations. Allee has a deep commitment and passion for developing female leaders and for the arts. She holds a bachelor’s degree in interdisciplinary studies and resides in Austin, TX.